Do any of you have an insurance agent?
Do you know who they are? Better yet, do they know who you are?
I want to tell you about my friend Frannie.
Probably about five years ago now, I decided I'd switch my business insurance. I didn't really have a good reason for doing so, but the company I was with at the time was just kinda OK; they were nothing special--faceless, out of touch, out of mind, just there in the background somewhere and pretty much blah. Since business insurance is so very important, I really wanted to sit down with a local agent who knew the community, understood what I needed, and, even more importantly, understood what I didn't need. So, I googled.
Frannie ran a State Farm branch here in town and her business's online presence impressed me. She had a clean, professional site, good reviews, and was clearly well favored and involved in the community. That, paired with the fact that I knew exactly where her well-presented office was, prompted me to reach out to her.
I sent her an email and, right away, Frannie got back to me and we made an appointment. She understood that I was running a shop solo--retail hours--and didn't have the availability to meet at her office. So, she came to me.
We sat down and worked out a plan catered to my needs. She recommended coverage I didn’t have before and took away line items that made absolutely no sense in my situation. Insurance confounds and confuses me, but she made it clear; she spoke my language and garnered my trust.
After I signed up with Frannie, she kept in touch. She checked in now and then and often invited me to local business-to-business networking breakfasts. Granted, I never went because, as I've mentioned in my writing in the past, I take serious issue with 7AM meetings. But the gesture was very appreciated!
A year or so into my relationship with State Farm through Frannie, I had a pretty bad flood. A sprinkler pipe in a shared hallway of my building froze and burst and water rushed through my shop, washing us out from the back door to the front. Soon, the store was crawling with firefighters and I was hustling to lift as many of my customers' items and outgoing shipments off of the ground as fast as possible, knowing instinctively that they were the priority. Product can be replaced, but something precious that a client has entrusted to our care cannot.
After the water got shut off, I called Frannie. You know those State Farm commercials where the agent just appears out of nowhere in crisis? Well, that's pretty much what happened. In no time, she was at my store, wearing a winter coat and rubber boots, trudging through the water that was still draining through the open front door on that frigid February day.
She assured me that she'd take care of it; she assured me that I was covered. I needed to hear that. Then she took pictures, preliminarily assessed the loss (which was significant), and we created a plan of attack together. My landlord actually ended up paying my claim directly, but Frannie was on my side and by my side through it to make sure I got a fair deal … and a new carpet.
Frannie has since moved on, contacting me personally to let me know I'd be taken care of by another agent she trusted. She added a pair of twins to her brood and was offered an opportunity for bigger and better things in her field. And I was nothing but grateful for her service and happy for her move; I have serious respect for what she's accomplished!
When I think about it, I honestly don't know how my premiums with Frannie compared to other options. I mean, I shopped around a bit when I signed up with her, and know for sure that her offerings--catered to my needs without extra unnecessary fluff--were far less than what I was paying with my previous, faceless company. But the bottom line is that I didn't and don’t care. I trusted Frannie, knew the price was fair as a result, and knew that service and support that I receive in return was well worth it.
Let's all take some lessons from Frannie and apply them to our own businesses:
- First and foremost, she invested in and polished her online first impression: the most important investment a business can make.
- She went out of her way to be part of the community, in turn gaining the business and trust of other community-minded people like myself.
- She met me where I was, showing me that she wanted my business and was willing to go out of her way to make things as easy as possible for me.
- She invited me to participate in networking events outside of our business contract, strengthening our relationship as fellow local business owners.
- She kept in touch, checked in periodically, and assured me in good times that she would be on my side in crisis.
- She responded immediately when there was an issue, and exceeded my expectations with her professional and expeditious resolution.
- She made sure, when her tenure was up, that I would be taken care of as she moved on.
What a business model! Why would we not want that type of relationship with all of our clients? It keeps giving and giving, growing and growing, connecting and reconnecting.
Ask yourself this: Do your customer know who you are?
Better yet, do you know who they are?
#CustomerService #RelationshipBased #Frannietastic #AskUncleMarty
Also published on the AMBC blog on August 15, 2017.